Mountain Dew: Raid
Client:
PepsiCo / Mountain Dew
Agency:
180NY
Production:
UNIT9
Role:
Creative Director (with Veronika Watson-Kuc)
Year:
2023
Mountain Dew wanted to reach the gaming community on Twitch, not through traditional sponsorship, but in a way that felt native to the platform and genuinely useful to the streamers themselves.
The insight was simple: the brand's most authentic fans were already out there, streaming with a can of Dew on their desk. The challenge was finding them.
We built an AI-powered scanning system that monitored every active Twitch stream in real time, looking for one thing: the presence of Mountain Dew on camera. Streamers who were spotted were invited to join the Raid, opting into a programme that gave them real career tools: featured placement on Mountain Dew's Gaming Channel, spots on the Twitch homepage hero carousel, and one-on-one coaching sessions with professional streamers.
The reward wasn't merchandise. It was visibility.
Results
83
Million
Streams Scanned
426k
Unique Streamers
Scanned Daily
30
Million
Home Views
Awards
![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 100 100" xmlns="http://www.w3.org/2000/svg"><g d="M 31.888 0 C 34.277 0.383 36.093 1.952 37.202 4.124 L 39.53 8.684 L 42.346 3.425 C 43.394 1.467 45.198 0.271 47.307 0.001 L 48.654 0.001 C 50.031 0.338 51.683 0.759 52.602 2.027 C 54.108 4.102 55.156 6.338 56.445 8.663 L 59.35 3.353 C 60.362 1.506 62.287 0.416 64.223 0.001 L 86.229 0.001 C 89.528 0.564 91.93 3.431 91.873 6.876 L 91.849 8.31 L 93.723 8.35 C 96.928 8.421 99.452 10.906 100 13.924 L 100 15.87 C 99.415 19.401 96.199 21.9 92.512 21.488 L 91.985 21.549 C 91.841 21.566 91.82 21.979 91.837 22.142 C 92.222 26.001 89.507 29.304 85.62 29.51 L 68.569 29.506 C 65.829 29.506 63.536 27.849 62.487 25.421 C 61.434 28.03 59.003 29.573 56.368 29.605 C 53.648 29.636 51.427 27.994 50.181 25.558 L 47.871 21.042 L 45.949 25.295 C 45.249 26.846 44.07 28.007 42.567 28.807 C 39.437 30.472 35.379 29.522 33.713 26.32 L 30.717 20.564 C 29.65 21.141 28.57 21.504 27.4 21.512 L 21.296 21.554 C 21.969 25.802 19.025 29.304 15.045 29.493 C 11.033 29.684 7.763 26.256 8.159 22.151 C 8.169 22.039 8.138 21.734 8.109 21.63 C 8.072 21.491 7.654 21.478 7.494 21.496 C 3.795 21.885 0.582 19.41 0 15.87 L 0.054 13.946 C 0.567 10.819 3.174 8.395 6.427 8.341 L 8.123 8.313 L 8.153 6.44 C 8.207 3.132 10.647 0.612 13.772 0.001 L 31.886 0.001 Z M 68.364 12.777 C 67.174 12.778 66.433 13.963 66.433 14.954 L 66.433 22.922 C 66.433 24.016 67.29 25.087 68.484 25.087 L 85.293 25.094 C 86.383 25.094 87.391 24.153 87.394 23.066 L 87.413 17.087 L 93.419 17.078 C 94.657 17.076 95.558 16.051 95.551 14.897 C 95.545 13.885 94.728 12.775 93.557 12.772 L 87.404 12.756 L 87.415 6.725 C 87.416 5.552 86.611 4.442 85.319 4.44 L 64.979 4.434 C 64.223 4.614 63.5 4.975 63.132 5.656 L 56.307 18.246 L 50.15 5.846 C 49.924 5.391 49.293 4.927 48.951 4.713 C 47.555 4.075 46.609 4.741 45.994 5.895 L 39.401 18.246 L 33.03 5.763 C 32.593 4.906 31.814 4.424 30.829 4.434 L 14.677 4.442 C 13.591 4.442 12.611 5.392 12.608 6.434 L 12.59 12.766 L 6.731 12.751 C 5.449 12.749 4.467 13.654 4.448 14.909 C 4.431 16.024 5.343 17.078 6.582 17.079 L 12.59 17.087 L 12.605 23.055 C 12.608 24.275 13.666 25.133 14.75 25.135 C 15.859 25.136 16.921 24.289 16.924 23.061 L 16.939 17.09 L 27.391 17.072 C 28.596 17.07 29.427 15.942 29.413 14.904 C 29.4 13.867 28.57 12.774 27.383 12.772 L 16.93 12.759 L 16.946 8.756 L 29.69 8.756 L 37.433 23.927 C 37.834 24.713 38.524 25.162 39.319 25.181 C 39.967 25.196 40.898 24.889 41.272 24.183 L 47.996 11.478 L 54.452 24.117 C 54.904 25.001 55.906 25.262 56.735 25.151 C 57.75 25.016 58.021 24.292 58.484 23.431 L 66.382 8.753 L 83.063 8.757 L 83.063 12.757 L 68.361 12.777 Z M 15.72 45.958 L 13.624 45.958 C 11.94 45.615 10.563 44.481 10.12 42.719 C 9.389 39.816 10.079 36.382 13.006 35.611 C 15.531 34.946 18.277 35.621 19.202 38.138 C 19.784 39.72 19.769 41.458 19.256 43.045 C 18.711 44.728 17.35 45.636 15.72 45.958 Z M 14.886 44.135 C 17.391 44.037 17.738 40.987 17.069 38.793 C 16.731 37.684 15.793 37.165 14.669 37.193 C 13.545 37.222 12.75 37.741 12.424 38.793 C 12.043 40.024 12.024 41.398 12.455 42.612 C 12.831 43.669 13.726 44.178 14.886 44.133 Z M 72.138 43.323 C 70.392 46.272 67.4 45.796 64.186 45.807 L 64.189 35.543 L 68.268 35.603 C 70.07 35.63 71.594 36.725 72.296 38.331 C 72.876 39.958 72.837 41.671 72.138 43.323 Z M 70.251 39.195 C 69.981 38.154 69.084 37.391 68.01 37.367 L 66.358 37.329 L 66.353 44.016 L 68.178 43.927 C 69.994 43.837 70.846 41.467 70.253 39.195 Z M 49.969 45.787 L 47.793 45.813 L 47.787 41.37 L 43.732 41.37 L 43.734 45.808 L 41.564 45.801 L 41.563 35.558 L 43.726 35.543 L 43.744 39.576 L 47.789 39.572 L 47.796 35.549 L 49.964 35.551 Z M 80.085 43.37 L 76.338 43.355 L 75.588 45.81 L 73.247 45.799 L 76.862 35.51 L 79.521 35.496 L 83.156 45.793 L 80.814 45.817 L 80.085 43.371 Z M 79.533 41.512 L 78.207 37.201 L 76.883 41.54 L 79.533 41.51 Z M 58.211 41.365 L 54.734 41.373 L 54.719 44.013 L 58.461 44.01 L 58.466 45.808 L 52.546 45.808 L 52.546 35.548 L 58.461 35.549 L 58.461 37.329 L 54.72 37.332 L 54.726 39.572 L 58.186 39.575 Z M 27.377 39.967 L 27.38 41.75 L 23.9 41.751 L 23.9 45.807 L 21.746 45.813 L 21.744 35.549 L 27.632 35.549 L 27.648 37.322 L 23.898 37.335 L 23.9 39.972 Z M 91.26 35.576 L 87.882 41.799 L 87.874 45.807 L 85.722 45.807 L 85.737 41.934 L 82.317 35.561 L 84.672 35.546 L 86.79 39.738 L 88.93 35.554 Z M 37.183 45.789 L 35.012 45.81 L 35.013 37.371 L 32.234 37.349 L 32.223 35.554 L 39.967 35.546 L 39.978 37.353 L 37.183 37.355 Z M 70.659 17.066 L 83.049 17.066 L 83.049 20.737 L 70.659 20.737 Z" fill="transparent" height="45.95808201184394px" id="iJckYU9Vx" transform="translate(0 27.02)" width="100px"><path d="M 31.888 0 C 34.277 0.383 36.093 1.952 37.202 4.124 L 39.53 8.684 L 42.346 3.425 C 43.394 1.467 45.198 0.271 47.307 0.001 L 48.654 0.001 C 50.031 0.338 51.683 0.759 52.602 2.027 C 54.108 4.102 55.156 6.338 56.445 8.663 L 59.35 3.353 C 60.362 1.506 62.287 0.416 64.223 0.001 L 86.229 0.001 C 89.528 0.564 91.93 3.431 91.873 6.876 L 91.849 8.31 L 93.723 8.35 C 96.928 8.421 99.452 10.906 100 13.924 L 100 15.87 C 99.415 19.401 96.199 21.9 92.512 21.488 L 91.985 21.549 C 91.841 21.566 91.82 21.979 91.837 22.142 C 92.222 26.001 89.507 29.304 85.62 29.51 L 68.569 29.506 C 65.829 29.506 63.536 27.849 62.487 25.421 C 61.434 28.03 59.003 29.573 56.368 29.605 C 53.648 29.636 51.427 27.994 50.181 25.558 L 47.871 21.042 L 45.949 25.295 C 45.249 26.846 44.07 28.007 42.567 28.807 C 39.437 30.472 35.379 29.522 33.713 26.32 L 30.717 20.564 C 29.65 21.141 28.57 21.504 27.4 21.512 L 21.296 21.554 C 21.969 25.802 19.025 29.304 15.045 29.493 C 11.033 29.684 7.763 26.256 8.159 22.151 C 8.169 22.039 8.138 21.734 8.109 21.63 C 8.072 21.491 7.654 21.478 7.494 21.496 C 3.795 21.885 0.582 19.41 0 15.87 L 0.054 13.946 C 0.567 10.819 3.174 8.395 6.427 8.341 L 8.123 8.313 L 8.153 6.44 C 8.207 3.132 10.647 0.612 13.772 0.001 L 31.886 0.001 Z M 68.364 12.777 C 67.174 12.778 66.433 13.963 66.433 14.954 L 66.433 22.922 C 66.433 24.016 67.29 25.087 68.484 25.087 L 85.293 25.094 C 86.383 25.094 87.391 24.153 87.394 23.066 L 87.413 17.087 L 93.419 17.078 C 94.657 17.076 95.558 16.051 95.551 14.897 C 95.545 13.885 94.728 12.775 93.557 12.772 L 87.404 12.756 L 87.415 6.725 C 87.416 5.552 86.611 4.442 85.319 4.44 L 64.979 4.434 C 64.223 4.614 63.5 4.975 63.132 5.656 L 56.307 18.246 L 50.15 5.846 C 49.924 5.391 49.293 4.927 48.951 4.713 C 47.555 4.075 46.609 4.741 45.994 5.895 L 39.401 18.246 L 33.03 5.763 C 32.593 4.906 31.814 4.424 30.829 4.434 L 14.677 4.442 C 13.591 4.442 12.611 5.392 12.608 6.434 L 12.59 12.766 L 6.731 12.751 C 5.449 12.749 4.467 13.654 4.448 14.909 C 4.431 16.024 5.343 17.078 6.582 17.079 L 12.59 17.087 L 12.605 23.055 C 12.608 24.275 13.666 25.133 14.75 25.135 C 15.859 25.136 16.921 24.289 16.924 23.061 L 16.939 17.09 L 27.391 17.072 C 28.596 17.07 29.427 15.942 29.413 14.904 C 29.4 13.867 28.57 12.774 27.383 12.772 L 16.93 12.759 L 16.946 8.756 L 29.69 8.756 L 37.433 23.927 C 37.834 24.713 38.524 25.162 39.319 25.181 C 39.967 25.196 40.898 24.889 41.272 24.183 L 47.996 11.478 L 54.452 24.117 C 54.904 25.001 55.906 25.262 56.735 25.151 C 57.75 25.016 58.021 24.292 58.484 23.431 L 66.382 8.753 L 83.063 8.757 L 83.063 12.757 L 68.361 12.777 Z M 15.72 45.958 L 13.624 45.958 C 11.94 45.615 10.563 44.481 10.12 42.719 C 9.389 39.816 10.079 36.382 13.006 35.611 C 15.531 34.946 18.277 35.621 19.202 38.138 C 19.784 39.72 19.769 41.458 19.256 43.045 C 18.711 44.728 17.35 45.636 15.72 45.958 Z M 14.886 44.135 C 17.391 44.037 17.738 40.987 17.069 38.793 C 16.731 37.684 15.793 37.165 14.669 37.193 C 13.545 37.222 12.75 37.741 12.424 38.793 C 12.043 40.024 12.024 41.398 12.455 42.612 C 12.831 43.669 13.726 44.178 14.886 44.133 Z M 72.138 43.323 C 70.392 46.272 67.4 45.796 64.186 45.807 L 64.189 35.543 L 68.268 35.603 C 70.07 35.63 71.594 36.725 72.296 38.331 C 72.876 39.958 72.837 41.671 72.138 43.323 Z M 70.251 39.195 C 69.981 38.154 69.084 37.391 68.01 37.367 L 66.358 37.329 L 66.353 44.016 L 68.178 43.927 C 69.994 43.837 70.846 41.467 70.253 39.195 Z M 49.969 45.787 L 47.793 45.813 L 47.787 41.37 L 43.732 41.37 L 43.734 45.808 L 41.564 45.801 L 41.563 35.558 L 43.726 35.543 L 43.744 39.576 L 47.789 39.572 L 47.796 35.549 L 49.964 35.551 Z M 80.085 43.37 L 76.338 43.355 L 75.588 45.81 L 73.247 45.799 L 76.862 35.51 L 79.521 35.496 L 83.156 45.793 L 80.814 45.817 L 80.085 43.371 Z M 79.533 41.512 L 78.207 37.201 L 76.883 41.54 L 79.533 41.51 Z M 58.211 41.365 L 54.734 41.373 L 54.719 44.013 L 58.461 44.01 L 58.466 45.808 L 52.546 45.808 L 52.546 35.548 L 58.461 35.549 L 58.461 37.329 L 54.72 37.332 L 54.726 39.572 L 58.186 39.575 Z M 27.377 39.967 L 27.38 41.75 L 23.9 41.751 L 23.9 45.807 L 21.746 45.813 L 21.744 35.549 L 27.632 35.549 L 27.648 37.322 L 23.898 37.335 L 23.9 39.972 Z M 91.26 35.576 L 87.882 41.799 L 87.874 45.807 L 85.722 45.807 L 85.737 41.934 L 82.317 35.561 L 84.672 35.546 L 86.79 39.738 L 88.93 35.554 Z M 37.183 45.789 L 35.012 45.81 L 35.013 37.371 L 32.234 37.349 L 32.223 35.554 L 39.967 35.546 L 39.978 37.353 L 37.183 37.355 Z" fill="rgb(0, 0, 0)" height="45.95808201184394px" id="i2lCRC_f1" width="100px"/><path d="M 0 0 L 12.391 0 L 12.391 3.671 L 0 3.671 Z" fill="rgb(0, 0, 0)" height="3.6706586826347234px" id="q5oijD7fz" transform="translate(70.659 17.066)" width="12.390718562874213px"/></g></svg>)
FWA
FWA of the Day
How was it made?
Teaching a machine to spot a can
The core technical problem was scale. Scanning thousands of live Twitch streams simultaneously for a specific product, across dozens of flavours, multiple logo variations, and tiny 60×60 pixel appearances, required a custom AI model built from a synthetic dataset of game screenshots and Mountain Dew images.
Off-the-shelf detection wouldn't have been precise enough.
50 machines watching 10,000 streams
To handle the load, the system was distributed across 50 GPU-powered virtual machines, enabling logo detection within two minutes with minimal false positives.
At any given moment, 10,000 streams were being monitored simultaneously, with Dew-free streams continuously rotated out for fresh data.
A platform for streamers, not just a campaign
The reward wasn't merchandise or discount codes, it was visibility.
For smaller creators, that kind of exposure was valuable. The campaign gave streamers something they could use — and that made the opt-in feel like an opportunity rather than an intrusion.
For smaller creators, that kind of exposure was valuable. The campaign gave streamers something they could use, and that made the opt-in feel like an opportunity rather than an intrusion.
Zlaten del Castillo
Creative Director
London, UK
Brussels, Belgium
Available globally
All work shown with permission. All rights belong to the respective clients and production companies.